Internship Report on

Nutri Rich Diabetic Biscuits: Evaluating Launching

Communication Activities

Sadman Shariar Biswas

ID: 12264004
MBA , Summer 2015

BRAC University

 
 
 Internship Report on

Nutri Rich Diabetic Biscuits: Evaluating Launching

Communication Activities

Prepared For
Ms. Nusrat Hafiz
Lecturer, BRAC Business School
BRAC University

Prepared By

Sadman Shariar Biswas

ID: 12264004
MBA, Summer 2015

BRAC University

Date of Submission: August 27, 2015

 
 
August 27, 2015

To

Ms. Nusrat Hafiz

Lecturer,
BRAC Business School
BRAC University ,66 Mohakhali
Dhaka 1212, Bangladesh

Subject: Submission of Internship Report

Dear Madam,

This is my pleasure to present my internship report entitled “Nutri Rich Diabetic Biscuits: Evaluating
Launching Communication Activities”. I have conducted my internship program in Consumer
Marketing Department of Danish Foods Limited. Although I have been working in consumer
marketing department as a permanent employee since July 2011.I believe the knowledge and
experience I have gathered during the internship period will be helpful in my future professional life. I
have given enough concentration to the successful completion of my internship and prepared this
internship report.

I tried to put my best effort for the preparation of this Report. Yet if any shortcomings or flaws arise,
it will be my pleasure to answer any clarification and suggestion regarding this report.

Thanking you,

Sincerely yours,

Sadman Shariar Biswas

ID: 12264004

 
 
Acknowledgement

First of all I have to thank Ms. Nusrat Hafiz, my institutional supervisor of Brac University for her
cordial supervision of my report. She helped me to determine the objectives, methodology and to
develop the questionnaires for survey of the report and guided me for preparing this report.

Then I must acknowledge and thank my organizational supervisor at Partex Star Group, Mr. Musharaf
Hossain Bhuiyan, Assistant General Manager of Consumer Marketing Department of Danish Foods
Limited. He has given me great support throughout my internship period and I learned a lot about
marketing and corporate culture from them.

And I am also thankful to the Area Sales Managers and other colleagues of Danish who helped me
cordially to make my market visits and surveys a smooth experience. And my special gratitude to the
participants of the surveys, without them it would not be possible for me to prepare this report.

 
 
Executive Summary
Partex Star Group is one of the largest business conglomerate of Bangladesh. They have more than 20
companies. Danish Foods Limited is an independent business unit of Partex Star Group. Danish Foods
Limited is one of the largest food producers, marketers and exporters of Bangladesh. Different
types and brands of biscuits are the main product of Danish Foods Limited along with Chanachur,
Candy, Spice etc. Danish have a large factory situated at Narayangonj with machineries imported from
abroad to produce biscuits. Whole Bangladesh is a good market for biscuit products. People prefer
biscuits for different small family occasions, gatherings, meetings etc.

There is a market gap in the biscuit industry and the gap is related to diabetic patients. According to
Bangladesh Diabetic Association, currently there is more than 8 million diabetic patients in
Bangladesh. And the diabetic patients cannot eat normal biscuits as the sugar of biscuit will increase the
sugar level of diabetic patients. So, they need biscuits specially made for them. There is some sugar
free biscuits is available in the market for them, but Danish developed a special biscuit called Nutri
Rich for diabetic patients which is not just sugar free but a complete nutritious biscuit. After testing
the biscuit at their laboratory Bangladesh Institute of Research & Rehabilitation in Diabetes,
Endocrine and Metabolic Disorders (BIRDEM) certified Nutri Rich as very healthy for diabetic
patients.Nutri Rich has been launched in Bangladesh’s on 14th October, 2014. Several launching
activities and marketing communications have been done by Danish to make Nutri Rich a successful
brand, create retailers and consumers awareness and generate good sales. And it is necessary to
analyze the launching marketing communications and measure their effectiveness at both retailers
and consumers end to evaluate if the taken marketing actions are helping to create retailers and
consumers awareness. This report is the outcome of this necessity.

For Evaluating the launching activities and marketing communications with the objective to gather
information from the field level and generate useful suggestions and recommendations about future
brand planning of Nutri Rich, both primary and secondary data has been used. For primary data
both retailer and consumer survey have been conducted using structured questionnaire. Secondary
was collected from Danish’s data resources, websites etc. Using all the collected data the analysis has
been done to understand how successful the brand launching of Nutri Rich is.Launching
communications have been found successful at the retailers end and seventy eight percent
retailers already know about Nutri Rich. But further communications are needed to clarify the brand
offerings to the retailers. But at the consumers end, marketing communications have not been found
successful. Only twenty three percent consumers know about this biscuit. So, lots of above the line
and below the line marketing activities should be taken to make the consumers aware about this brand.
Without creating brand awareness and generating large base of brand loyal consumers a product
cannot be established as a recognizable brand.

 
 
  

Contents  
 
List of Tables  ..................................................................................................................  2  
List of Figures  .................................................................................................................  3  
List of Chart  .....................................................................................................................  3  
Introduction  .................................................................................................................  4  
1.1   Origin  of  the  Report  ...................................................................................................  5  
1.2   Background  of  the  Study  ............................................................................................  5  
1.3   Objectives  ..................................................................................................................  6  
1.3.1   Primary  Objective:  ..............................................................................................  6  
1.3.2   Secondary  Objectives:  ........................................................................................  6  
1.3.3   Expected  Outcomes:  ...........................................................................................  6  
1.4   Methodology  .............................................................................................................  7  
1.4.1   Approach:  ...........................................................................................................  7  
1.4.2   Data  Collection  Method:  ....................................................................................  7  
1.5   Literature  Review  .......................................................................................................  8  
1.6   Scope  ..........................................................................................................................  9  
1.7   Limitations  ...............................................................................................................  10  
Organization Part
 11  
2.1   Partex  Star  Group  –  An  Overview  ............................................................................  12  
2.2   Danish  Foods  Limited  –  An  Overview  ......................................................................  13  
2.3   Quality  Policy  ...........................................................................................................  13  
2.4   Values  and  Guiding  Principles  ..................................................................................  13  
2.5   Vision  .......................................................................................................................  14  
2.6   Mission  .....................................................................................................................  14  
2.7   Philosophy  ................................................................................................................  14  
2.8   Board  of  Directors  ....................................................................................................  14  
2.9   Machinery  &  Production  Capacity  ...........................................................................  15  
2.10   Distribution  Network  ...............................................................................................  15  
2.11   Product  Portfolio  ......................................................................................................  16  

 
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JOB Part
 20  
3.1   Name  of  the  Job  .......................................................................................................  21  
3.2   Different  Aspect  of  Job  Performance  .......................................................................  21  
Project Part
 23  
4.1   Biscuit  Industry  of  Bangladesh  –  An  Overview  ........................................................  24  
4.2   Nutri  Rich  Diabetic  Biscuit  –  An  Overview  ...............................................................  25  
4.2.1   Market  Gap  –  The  Idea  behind  Nutri  Rich:  .......................................................  25  
4.2.2   Brand  Profile  of  Nutri  Rich:  ...............................................................................  25  
4.2.3   SWOT  Analysis:  .................................................................................................  26  
4.2.4   Price  Structure  of  Nutri  Rich:  ............................................................................  27  
4.2.5   Critical  Success  factors:  ....................................................................................  27  
4.3   Evaluating  Launching  Communication  Activities  .....................................................  28  
4.3.1   Soft  Launch  Program:  .......................................................................................  28  
4.3.2   Planed  Communication  Activities  to  Reach  Target  Group:  ...............................  28  
4.3.3   Analysis  of  Retailer  Survey:  ...............................................................................  31  
4.3.4   Analysis  of  Consumer  Survey:  ...........................................................................  37  
Recommendations  & Conclusion  ..................................................  41  
5.1   Recommendations  ...................................................................................................  42  
5.2   Conclusion  ................................................................................................................  42  
References  .................................................................................................................  43  
Appendices  ......................................................................................................................  i  
Retailers  Survey  Questionnaire  ..........................................................................................  i  
Consumers  Survey  Questionnaire  ....................................................................................  iii  
 

List of Tables
 

Table  1: Board of Directors  ....................................................................................................  14  

Table  2:    Machineries  of  Danish  Foods  Limited  ......................................................................  15  
Table  3: Market Size of Biscuit Manufacturing Companies  ...................................................  24  
Table  4: Price Structure of Nutri Rich  ....................................................................................  27  
Table  5: Selected Parks for Activation  ....................................................................................  30  

 
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List of Figures
Figure  1: A-T-R Model.  ............................................................................................................  9  
Figure  2:  Packet  Design  of  Nutri  Rich.  .....................................................................................  25  
Figure  3:  Two  POSM  for  Nutri  Rich  .........................................................................................  31  
 

List of Chart
Chart  1: Market Availability  ...................................................................................................  32  
Chart  2: Retailers Awareness  .................................................................................................  32  
Chart  3: Communicating with the Retailers  ...........................................................................  33  
Chart  4: Trade Letter  ..............................................................................................................  34  
Chart  5: Retailers Opinion about Price  ...................................................................................  35  
Chart  6: Retailers Opinion about Profit Margin  .....................................................................  35  
Chart  7: Consumers Consideration while Buying Diabetic Biscuit.  .......................................  37  
Chart  8: Market Share at Consumer Market  ...........................................................................  38  
Chart  9: Consumer Awareness  ...............................................................................................  38  
Chart  10: How consumers know about Nutri Rich  .................................................................  39  
Chart  11: Consumer Opinion about Quality  ...........................................................................  39  
Chart  12: Consumer Opinion about Price  ...............................................................................  40  

 
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Introduction

 
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1.1 Origin  of  the  Report  

Internship program is a prerequisite for completion of the MBA program. It is an opportunity for the
students to know about the practical environment of the real business world through internship. This
report is prepared as a mandatory requirement of the internship program under the MBA program of
Brac University. The organization which this report represents is Partex Star Group. An Independent
Business Unit of Partex Star Group is named Danish Foods Limited. Although I am permanent
employee of Danish Foods Ltd. Therefore I have prepared this report under supervision Mr. Musharaf
Hossain Bhuiyan, Assistant General Manager of Consumer Marketing for fulfill the requirement of
my MBA degree. And my educational supervisor for this report was Ms. Nusrat Hafiz ,Lecturer, Brac
Business School, Brac University.

1.2 Background  of  the  Study      

According to the 1st edition of Diabetic Newsletter published by Diabetic Association of Bangladesh,
currently there are more than 8 million diabetic patients in Bangladesh. As Danish Foods Limited is
doing business in the biscuit industry, it is a good opportunity to enter in the diabetic biscuits market
as competition is low in this segment comparing other market segments of biscuit market.
Considering great opportunities, Danish Foods Limited decided to launch a biscuit specially
researched and developed for diabetic patients and make this biscuit a recognized brand in Bangladesh
through vigorous marketing communications and brand building activities. And the brand name of the
diabetic biscuit is “Nutri Rich”.

Effective launching marketing communication is one of the most important parts of developing a
product and creating a sustainable brand. A Soft Launch Program for Nutri Rich was arranged at the
conference room of Sales Office at 13th October, 2014. High officials of Partex Star Group including
CEO was present and delivered their speech in front of the sales force to motivate them about
launching of Nutri Rich. Brand offerings, features, marketing plan etc. was presented and branded T-
Shirts, Caps and leaflets were distributed among the sales force. And Nutri Rich was made available
in Dhaka’s market on the next day, 14th October, 2014. Though Nutri Rich’s launching marketing
plan is very detailed and consists of 360 degree ATL and BTL activities, total plan had not been
executed. And it is very important to analyze and measure the effectiveness of the launching
communications. It is important to know from the retailers and consumers what they know about this
brand so that we can evaluate the launching activities.

And evaluating the launching plans is also important to prepare future plans more effectively to

 
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develop strong brands. Keeping these facts in mind, this study was initiated to analyze the launching
communication activities of Nutri Rich and suggest some key points to improve future marketing
communications to make Nutri Rich a strong brand.

1.3 Objectives    
   
1.3.1 Primary Objective:

The primary objective of this report is to analyze the launching marketing communication activities of
Nutri Rich at both the retailers end and consumers end.

1.3.2 Secondary Objectives:

• Identifying market opportunities of diabetic biscuit industry as well as overall biscuit industry
of Bangladesh.

• Identifying retailers and consumers current perception about Nutri Rich and other diabetic
biscuits.

• Documenting actions taken by the marketing team to make the launching communications
successful.

• Identifying key factors for successful marketing communications targeting the diabetic
patients of Bangladesh.

• Collecting information to make the future marketing campaigns of Nutri Rich more
effective.

• Generating strong suggestions and recommendations to make Nutri Rich a strong brand in the
biscuit industry of Bangladesh.

1.3.3 Expected Outcomes:

• Retailers have positive attitude towards Nutri Rich as they have long term relation with
Danish Foods Limited.

• Another reason for the positive attitude of the retailers towards Nutri Rich is the good profit
margin of 25%.

• Effectiveness of launching communication at the retailers end is expected to be good because

of the strong sales force.

• Effectiveness of launching communications at the consumers end is expected to be low as

there is very little ATL communications.

 
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• Consumers’ valuable suggestion to reach more of the target market and deliver brand
offerings properly.

1.4 Methodology      

1.4.1 Approach:

I have monitored and analyzed the ongoing launching programs and marketing communications of
Nutri Rich. To measure the effectiveness more accurately I have done retailer and consumer surveys. I
have also collected data from annual brand plan, sales information etc. I have interviewed brand
manager of Nutri Rich for accurate information. Finally I have combined all the data generated and
collected from these activities to prepare my report.

1.4.2 Data Collection Method:

The data needed to prepare this report has been collected from both primary sources and secondary
sources. Convenience sampling technique was used.

1.4.2.1 Primary  Sources:  

I have collected primary information by several ways. Main primary data sources were-

• Retailer survey using structured questioner.

• Consumer survey using structured questioner.
• Interviews and discussions with retailers and consumers.
• Direct observations.
• Face to face interviews with the officials including brand managers and sales persons.
• Market Visits at several areas of Dhaka region.

 
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1.4.2.2 Secondary  Sources:  

I have explored and included some secondary data to have a better understanding. The secondary data
have been collected from both internal and external sources. Main secondary data sources were-

• Brand data digital archive of Danish Foods Limited.

• Website of Partex Star Group.
• Research data about industry of AC Nielson Bangladesh.
• Different websites, books, magazines etc.

1.4.3 Data  Analysis  Method:  

Both the qualitative and quantitative method will be used to analysis the collected data. Survey data
will be analyzed using Microsoft Office 2013 and represented using graphs. This report will be done
mainly using Microsoft Word 2013.

1.5 Literature  Review      

According to Kotler, P. (2008), A company must choose a launch strategy that is consistent with its
intended positioning. The launch strategy should be the first step in a grand plan for lifecycle
marketing. Schiffman, L. G. & Kanuk, L. L. (2004) emphasized on product positioning and claimed
that it is more important to the ultimate success of a product than of its actual characteristics.
Competitive advantage is derived from increases in customer-delivered value that typically involves
product strategy, especially launch strategy. Past research on the market timing or entry decision issue
suggests that the entry strategy affects the entrants’ performance in the marketplace (Ali et al., 1995).

Calantone and Montoya- Weiss (1993) noted that product launch is often the most expensive, risky
and least well-managed part of the overall product development process. A launch plan is described in
terms similar to a marketing plan: identify target markets, establish marketing mix roles, forecast
financial outcomes and control the project (Hultink et al., 1997). Gatignon et al. (1990) suggested that
entry strategy encompasses the marketing mix variables, in particular the positioning of the new brand
in relation to currently competing brands and the marketing activities undertaken to support the entry.

According to Professor Ken, H. of Georgetown University the awareness-trial-repurchase (ATR)

 
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framework is useful for mission-setting since it conceptualizes the systematic steps in the purchase
process, including the early-on psychological effects (thinking, feeling, deciding) that precede and
may lead to purchase, and the physical acts of actually buying the product. More specifically, the
ATR model posits 3 sequentially linked steps: awareness, trial and repurchase.

Figure  1: A-T-R Model.

1.6 Scope      

This report will represent information on retailers and consumers insight about Nutri Rich along with
measuring the effectiveness of launching communications. Brand names of competing products
known by the public, position of the product in the ranking in terms of price, quality, whether public
will switch to other brands for price and quality, etc. At the consumer end, the study will be conducted
among biscuit consumers who are diabetic patients. And at the retailers end, the study will be
conducted among general grocery shopkeepers who sells biscuits at their shops. It is assumed that the
consumers of this study will represent the consumers of the whole country. But the study will not be
conducted through the whole country. Because of limitations surveys have been conducted only on
Dhaka city. Besides, the opinion of the senior officials have taken. Overall, the scope of this report is
specifically limited to Partex Star Group, Danish Foods Limited, Nutri Rich Diabetic Biscuit etc.

 
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1.7 Limitations      
 

• As Nutri Rich is a new brand in the basket, employees and overall organization is yet to be
specific about different aspects of the brand and where it stands.
• Large-scale study was not possible due to constraints and restrictions imposed by the
organization.
• There was response bias among the retailers and consumers.
• Detail data about the development of this product was not available for an in-depth
background analysis of the brand.
• Due to limited budget allocations for marketing and launching activities, large scale plans
could not be developed for communication at ATL, BTL and field level activations which
degrades the quality of overall launch.
• Partex Star Group does not disclose any financial, research, production or sales data to any
entity outside the company. Much of the data provided is modified from actual to maintain
confidentiality.
• Publicly available information regarding the competitors’ business was few. In cases where
data regarding competition was gathered from third-party sources, the verification of this data
was not possible.

 
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Organization  Part

 
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2.1 Partex  Star  Group  –  An  Overview      

Partex Star Group is one of the largest Bangladeshi diversified private sector enterprises. The group
started its journey in 1962 as Partex Group, with the torchbearer, Mr. M.A. Hashem, the founder
Chairman of the then Partex Group, an eminent industrialist of the country and a former member of
Bangladesh Parliament.

The enormous growth and fulfillment of anticipated success caused eventually a natural exodus from
patrimonial management system while using the Partex as a springboard that has been held in high
respect both at home and abroad for last 50 years for our adherence to values, quality products and
business ethics.

With the passage of time and advent of business, the pioneering spirit of Partex has been showcased
by family generation comprising Mr. Aziz Al-Kaiser, Mr. Aziz Al-Mahmood, Mr. Aziz Al-Masud,
Mr. Showkat Aziz Russell & Mr. Rubel Aziz.

Subsequently it was split in two part (Partex Group & Partex Star Group) for better business
management ensuring quality in every aspects. Partex Star Group hold two complexes, was a result of
further business expansions, under the supervision of Mrs. Sultana Hashem, Chairperson of Partex
Star Group.

Partex Star Group owns and successfully operates twenty manufacturing, service and trading concerns
delivering best values to customers through its products and services. The business primarily exists in
two different areas – consumer durables like different types of boards (particle board, veneer board,
melamine faced chip board, plywood, PVC sheet etc.), doors and door frames

& furniture to FMCG like dairy products, cookies, spices, etc.

Partex Star Group is committed to conduct the business in such a way that demonstrates the highest
ethical standards. The company believes that integrity is the imperative utility to succeed. Danish
Foods Ltd. is serving the best for the consumers to uphold the superiority in the market. It also
believes that success depends on customers. This is the primary criteria to fulfillment of customer’s
needs.

A motivated work force, management and committed board members led by the Partex Star Group
Chairperson and backed by a market oriented corporate strategy has been the cornerstone of the
group’s success.

The group has created an enormous employment opportunity of over 25,000 employees as a collective
work force.

 
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2.2 Danish  Foods  Limited  –  An  Overview      

Danish Foods Limited, a sister concern of Partex Star Group has been established with the goal to
create satisfaction towards customers and consumers by supplying healthy, delicious and best quality
foods. Danish Foods Limited formally started biscuits producing and marketing with a colorful
inaugural ceremony in factory premises in presence of sales and marketing teams in 2005.

Danish Foods Limited takes a comprehensive approach to all kinds of agro processed food products,
considering all of the ways their lives can be enriched through ensuring hygienic and quality food
products. Being HACCP compliance and ISO 9001:2008 certified company; we ensure best quality
products for our consumers. Danish Foods Limited places great importance on hygienic
manufacturing processes. This encompasses everything from choosing quality materials to the use of
storage facilities and careful monitoring of products using electronic sorting. Skilled and experienced
personnel select finished products which are then examined in a laboratory to verify their quality and
to check for residual substances both before and after the production process. Furthermore, company’s
computer systems offer continuous monitoring of all manufacturing process to ensure the highest
levels of quality.

The consumer oriented management team at Danish consists of trained professionals who are
seamlessly working together to satisfy consumers’ expectations of quality, price, delivery and
services.

The team is committed to maintain the highest quality throughout every aspect of the business. This
assures the consumers to purchase our best quality foods without worries at a very competitive price.

2.3 Quality  Policy      

Provide the best – in – class products and services keeping customers at the heart of our operations so
that they not only seek us as their first choice, also recommend actively to all.

2.4 Values  and  Guiding  Principles      

 

• Live up to our commitments.

• Trust and respect to each other.
• Work as a team.
• Take initiative to exceed standards.
• Transparent and fair in all our dealings.
• Share social responsibility.

 
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2.5 Vision      

To be the country’s most preferred manufacturer of packaged foods and beverages providing tastier,
healthier and lifestyle products for all stages and ages.

2.6 Mission      

Developing and promoting the food sector of Bangladesh along with the national economy by
enhancing corporate, moral and ethical values; catering to consumers need through manufacturing and
supplying quality food products; maximizing goodwill and ultimately bringing changes in the quality
of life in Bangladesh.

2.7 Philosophy      
Quality, Reliability and Attention to Details are our corporate philosophy. We shall continue our
striving to give the consumers a winning edge and built a great future together. At Danish, we are
determined to be different and better. Our commitment to consumer satisfaction knows no boundaries.
Our entire team is geared up to improve the products and services we deliver and always trying to
keep the consumer at focus.

2.8 Board  of  Directors      

The respected members of the board of directors of Partex Star Group is shown in the table below:

Designation Name of Respective Personnel

Chairperson Ms. Sultana Hashem

Vice Chairman Mr. Aziz Al Kaiser

Managing Director Mr. Aziz Al Mahmood

Director Ms. Tabassum Kaiser

Director Ms. Savera H. Mahmood

Table  1: Board of Directors

 
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2.9 Machinery  &  Production  Capacity      

Danish Foods Limited is well equipped with modern machineries for producing the food products of
Danish’s portfolio. There are several machineries at the factory for the production, packaging of the
foods of different categories. Danish Foods Limited’s machineries includes following:

Description of Machinery &

Category Origin
Manufacturer

PLC Control, Fully Automated Plant of

Biscuits China
Dingson Food Machinery Ltd.

850 kg Capacity of Dingson Food Machinery

Mixer Machine China
Ltd.

Oven Length 70 meter, Width 2 meter. China

Packing Machine 9 Set of Auto Packing, PLC Control China

Cream Sandwich
2 Set, PLC Control China
Machine
 

Table  2:    Machineries  of  Danish  Foods  Limited  

Production Capacity:

Current Production Capacity: 50 Metric Ton per Day.

2.10 Distribution  Network      

Danish Foods Limited has strong distribution channel all over Bangladesh to cover the whole country.
It has more than 450 distributors throughout Bangladesh to make the products available at our
consumers nearest purchase point. We value our distributors as our importantly valued clients as they
are our key partners to make our products available everywhere in Bangladesh from our factory
situated at Simrail, Siddirgonj, Narayanganj. We have 10 depositories located at different places
throughout Bangladesh. Finished products from the factory are stored at the depositories for
delivering to our distributors easily and swiftly. Then we deliver our products to wholesalers/retailers
with the assistance of our grass root sales force containing more than thousand Sales Representatives,
Sales Officers, and Mobile Sales Assistances etc.

 
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2.11 Product  Portfolio  

Danish Foods Limited produces various types of food products in different categories. And there are
several brands, products and packaging sizes in the categories we are involved. The categories are:

→ Biscuits
→ Chanachur
→ Tea
→ Candy
→ Semai
→ Snacks
→ Spice

There are several products with various packaging sizes available under these product categories.
Some of the products information with pictures are given below:

Biscuits:

Doreo Cream Biscuits Toast Biscuit Glucose Biscuits

Lexus Vegetable Calcium Energy Buscuits Florida Orange Biscuit

 
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O La La Potato Biscuits Elachi Family Biscuit Marie Plus

Nutty Samba FnF Crackers Nutri Rich Diabetic Biscuit

Chanachur:

Chanachur Hot Chanachur Bar B Q Chanachur

 
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Tea:

Danish Simla Tea Danish Tea Danish Tea Dust

Candy:

Green Mango Candy Danish Lichu Candy Danish Milk Candy

 
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Spice:

Chilli Powder Mezbani Beef Masala Turmeric Powder

Coriander Powder Cumin Powder

 
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JOB  Part
 

 
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3.1 Name  of  the  Job  

Since I am permanent employee of Partex Star group ,I have to work with several functions for
business purpose assigned by management in time to time. Nevertheless my work includes Preparing
marketing communication budget, Market share improvement ,planning and execute Brand
Activation, coordinating in TVC Making, Structured Brand Planning & strategy development,
Launching new product and brand health monitoring, Product Development (Except technical) &
Rationalizations if needed, Communication materials develop, Packaging & Quality Improvement &
monitoring consumer communication through campaign, Effective communication for all drive
brands (ATL, BTL & Event), Customer engagement through different activation program, Training &
Development (in related field).

3.2 Different  Aspect  of  Job  Performance  

Based on KRA different aspects of Job performance are as follows-

• I have contribution in the Sales of Biscuits 13% and Semai 2%.

• Ensured that all products are profitable as per agreed standard in 2% weight

• Have 2% contribution in market share improvement of my portfolios.

• I was in Media Spend with 3% weight

• I was available in Park Activation & Market Activation for my portfolios.

• Follow up sales and day to day business to increase the market share

• Penetrating to the new market to increase the business growth of the companies & market growth
ensuring at 8% weight

• Finding the market demand and find the new market to increase the business growth

• Developing communication materials

• Packaging & Quality Improvement & monitoring consumer communication through campaign in
the rate of 2%

• Increasing market share as well as brand health in the rate of 10%

 
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 Accountable for Brand development, making yearly communication plan, plan and making yearly
business plan, Consumer & Trade campaign for Danish branded portfolios.
 Developing packaging design, communications material both outsourcing and coordinating in
house designers.
 Maintain advertising agencies for ATL, BTL communication material development and
execution.
 Negotiating & closing marketing, advertising and promotional deals with different agencies.
 Track and maintain finished goods availability for smooth business flow.
 Identifying suppliers and negotiating with suppliers for contact manufacturing, sourcing and
arrange payment for suppliers bills.
 Coordination between all the concerned departments for launching new Brand.
 Set up price for new products, draw and executing innovative trade offer to support trade
marketing team to generate sales.
 Promotional strategy planning & carry out implementation of Campaign, Events (Launching
program, conference etc.).
 Preparation of different marketing report assigned by top management such as product feedback
report, Market visit report, Sales trend analysis etc.
 Conducting Qualitative and Quantitative research with the support of professional research
agencies like Ac Nielson, Quantum Consumer solution etc. for respective brands.
 Coordinating consumer marketing department for ERP project development.

 
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Project  Part
 

 
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4.1 Biscuit  Industry  of  Bangladesh  –  An  Overview      

Bangladesh is a compactly populated country and the eating habit of Bangladeshi people varies region
to region. But overall the consumption of snacks, tea and biscuits is very high. According to
Bangladesh Bureau of Statistics’ data, bread and cookie (“biscuit”) production was 100,305 metric
tons in 2010-11. Over 100 manufacturers and 4,500 traditional factories produce bread and cookies in
Bangladesh. Market size of the automated bread and cookie processing industry is estimated at over
BDT 150 crores per month, excluding traditional bakery products. According to the president of the
Bangladesh Bread and Biscuit Manufacturing Association (BABMA), this industry is growing at an
annual rate of over 15 percent. (Hussain, S. S. & Leishman, D, 2013). Nabisco first came up with big
investments and proper brands rather than generic biscuits made in local bakeries. Al-Amin came
along with Nabisco to grab a huge share of the market. These two companies dominated for a long
time until some new competitors came up in the market. Bangas, Haque and Olympic were pretty
strong among them. Currently Olympic holds the crown of the biscuit market with some of their grand
brands including Olympic Energy Plus, Olympic Tip Biscuits etc.

Sl. Company Name Monthly Sales in BDT (In Crore) In Percentage

1 Olympic 44 29
2 Al-Amin 14 9
3 Cylex (Multi, Novelty) 12 8
4 Kiswan 8 5
5 Bengal 6 4
6 Romania 6 4
7 Danish 6 4
8 Globe 5 3
9 Bonoful 5 3
10 Pran 3 2
11 Dekko 3 2
12 Bongos 3 2
13 New Olympia 2.5 2
14 Cocola 2.5 2
15 Haque 2 1
16 Nabisco 1.5 1
17 Others (approx. 90 companies) 26.5 18
    150 100
Table  3: Market Size of Biscuit Manufacturing Companies

 
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4.2 Nutri  Rich  Diabetic  Biscuit  –  An  Overview      

4.2.1 Market Gap – The Idea behind Nutri Rich:

Before the launching of Nutri Rich there was no specialized biscuits available for the millions of
diabetic patients of Bangladesh. Nutri Rich is the first ever biscuit for diabetic patients which is tested
at Bangladesh Institute of Research & Rehabilitation in Diabetes, Endocrine and Metabolic Disorders
(BIRDEM). According to Diabetic Newsletter 1st Edition, currently there are more than 8 million
diabetic patients in Bangladesh. Diabetic patients generally consume Lexus or some sugar free
biscuits for the unviability of specialized diabetic biscuits. Considering this huge market gap, Danish
Foods Limited researched and developed this new biscuit brand – Nutri Rich. Nutri Rich is made of
high quality imported ingredients that includes poly-dextrose which is suitable for the diabetic
patients.

4.2.2 Brand Profile of Nutri Rich:

Figure  2:  Packet  Design  of  Nutri  Rich.  

Brand Name : Nutri Rich Diabetic Biscuits

Product Category : Diabetic Biscuits
Brand Personality : Health Conscious
Availability : Grocery Shops, Super shops, Pharmacy, Hospitals shop/canteen
Target Group : Diabetic Patients
Target Segments : Above 18 years old people all over Bangladesh who have diabetic
Pack Size : 35gm X 6 sachets X 12 box
Packing Type : Box (inside 6 Foil pack), Master carton (retailers)
Brand Launch : October 2014
MRP : 100.00 TK
Weight : 210 gram
Pay-off Line : Life e Chai Balance

 
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4.2.3 SWOT Analysis:

The SWOT analysis of Nutri Rich is given below:

Strengths:

• Only BIRDEM tested biscuit brand in Bangladesh.

• Usage of BIRDEM logo.
• Strong relationship with Diabetic Association of Bangladesh and BIRDEM.
• First ever specialized biscuit for diabetic patients.
• Strong distribution network allover Bangladesh of Danish.
• Positive corporate image of Danish and Partex.

Weaknesses:

• Raw materials (Some ingredients) are not locally available.

• Inconsistent product quality of factory.
• High price in terms of the packet size.
• Low budget for marketing activities.
• Danish uses very few marketing channels for promotional activities.
• Very little opportunity for product modification if future.

Opportunities:

• Large amount diabetic patients who are potential consumers.

• Large number of people in the consumer market is still untouched.
• Suitable for health conscious people.
• Cardiac friendly biscuits.
• 3600 Branding would be effective for Nutri Rich’s promotion.

Threats:

• Increased competition in course of time.

• Lots of foreign diabetic biscuits are being available now.
• Foreign products have a positive image as “foreign product”.
• Foreign products are quickly gaining market share
• Stronger sales force of competitors.

 
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4.2.4 Price Structure of Nutri Rich:

MRP of every Nutri Rich packet is BDT 100. Each cartoon of Nutri Rich contains 12 packets. Price
for the dealers and retailers are given below in BDT:

Pack size Invoice Price Trade Price MRP Retail Margin

35gm X 6 Sachets In Cartoon In Cartoon In pc In Pc In BDT In %

X 12 Boxes 889.00 960.00 80.00 100.00 20.00 25%

Table  4: Price Structure of Nutri Rich

4.2.5 Critical Success factors:

Overall biscuit industry is very challenging and tough to survive. Nabisco dominated this industry for
a long time but they are almost out of the picture now. This portrays how critical is this industry
nowadays. The food processing industry in Bangladesh faces acute problems of low capacity
utilization, technological oldness and marketing shortfalls. Quality of the finished product is generally
very poor due to the high fluctuations in raw material quality and lack of efficient technologies and
trained manpower. Due to the high cost of energy and critical power supply problems, uncertainty in
the availability of adequate quantities of raw produce for processing purposes, inadequate and
expensive cold chain facilities and varying requirements for processing conditions from one raw
material to another, the industry is struggling. Having these strong challenges in this industry, the
brand specific critical success factors to overcome the challenges for Nutri Rich are as follows:

• Reaching the Target Group (diabetic patient) and make them loyal to Nutri Rich.

• Sustaining the consumers by creating an emotional attachment with this brand.

• Market activations to increase the brand awareness.

• Ensuring product visibility through dedicated preferential shelve presence.

• Consistent presence of ATL and BTL marketing activities (e.g. TV & Mass media).

• Product sampling (trial).

• Keeping the product quality good and at a consistent level.

• Ensuring continuous innovation to meet consumers’ expectancy.

• Giving proper profit to the retailers to keep them happy and hopeful.

 
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4.3 Evaluating  Launching  Communication  Activities      

4.3.1 Soft Launch Program:

A Soft Launch Program for Nutri Rich was arranged at the conference room of Sales Office at 13th
October, 2014. High officials of Partex Star Group including CEO was present and delivered their
speech in front of the Area Sales Managers to motivate them about launching of Nutri Rich. Brand
offerings, features, marketing plan etc. was presented. Branded T-Shirts, Caps and leaflets for retailers
were distributed among the sales force. Delivery orders (DO) were taken that day for Nutri Rich from
the dealers. There was DO for 2100 cartoons at that single day. And Nutri Rich was made available in
Dhaka’s market on the next day, 14th October, 2014. A grand launching program at the auditorium of
BIRDEM is planned for Nutri Rich but the date is to be fixed yet upon receiving approval from
BIRDEM.

4.3.2 Planed Communication Activities to Reach Target Group:

Several activities was planned to make the launching very successful by assisting it with marketing
communications. The planned activities are:
 Activation at all Diabetic Centers.

 Park Activation.

 Super Shop Activation.

 Pharmacy Branding.

 Special Pack for trial.

 Billboard.

 Sponsoring Movie.

 Branded Health Show on TV.

 Special Focus on DAB Shops.

 Audio Visual (AV).

 Doctors’ Letter.

 Press Release

 Sales Kiosk.

 
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 POSM:

• Bunting

• Dangler

• Trade Letter

 Media Coverage:

• TVC on Satellite Channels

• RDC on fm Radio
• Press Ad
• Magazine Ad
• Ad on Diabetic Journal
• Special Media Coverage on Launching Program

 Gift for Doctors:

• Branded Table Watch.

• Branded Docket
• Branded Slip Pad
• Branded Pen
• Branded Bag
• Nutri Rich Biscuits

 Gift for SR to DSM:

• Branded Polo Shirt

• Branded Cap

 
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4.3.2.1 Diabetic  Centre  Activation:  

Diabetic Centre activation is planned to be done by venue branding, raising awareness about the
brand, free diabetes test. Sampling and spot sales. There are total 32 BIRDEM diabetic centers at
Bangladesh. Out of the 32, 28 are in Dhaka and the other 4 are outside Dhaka.

4.3.2.2 Park  Activation:  

Park activation is planned to done by utilizing the gathering of diabetic patients at the morning,
offering free check-ups of blood sugar level, offering them discounted sale or monthly pack, park
branding with Diamond Frame, Festoon, X-Banner & Human Billboard etc. Selected parks for the
activation are as below table:

Area Name of Parks

1. Chandrima Uddyan

2. Dhanmondi Lake
Dhaka
3. Sohrawardi Uddyan
4. Uttara Park
5. Botanical Garden
Chittagong  
6. Niketon Park
7. Gulshan ladies park
8. Ramna Park
9. DC Hill
10. M A Aziz Stadium (CRB)

Table  5: Selected Parks for Activation

4.3.2.3 POSM:

Point of Sale materials are used for executing advertising campaigns, exhibitions and presentations.
As an effective marketing tool, well thought out and properly presented POS materials attract
consumer attention and promote the brand. Due to their appealing and informative nature, POS
materials are capable of stimulating purchases directly at the point of sale. POSM includes
Buntings/Streamers, Posters, Dangler, Dummy Pack (enlarged, reduces), Shelf Branding, Shelf
Talker, Leaflets & Leaflets Dispenser, Wobblers etc.

 
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Figure  3:  Two  POSM  for  Nutri  Rich  

4.3.3 Analysis of Retailer Survey:

I have contacted a retailer survey on 100 persons who sell diabetic biscuits in 5 areas (Mirpur,
Gulshan, New Market, Shantinagar and Mohammadpur). 100% of the customers I surveyed sell
atleast one diabetic biscuit in their stores. Some of the shops sells more than one diabetic biscuits. The
outcomes of the survey are explained and shown graphically below.

4.3.3.1 Market  Availability:  

Among the diabetic biscuit selling shops surveys, Nutri Rich is available at 38% shops. As a recently
launched biscuit, being available 38% shops is a good sign of marketing. The main competitior,
Kishwan Sugar Free biscuit is availabe at 65% shops. This clearly outnumbers Nutri Rich by a large
percentage. Nabisco Sugar Free is available at 14% shops. IKO is available at 9% shops. Others
diabetic biscuits including Modhumoti and some foreign biscuits is available at 13% shops among the
surveyed.

 
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70% 65%

60%

50% 38%

30%

14% 13%
9%
10%

0%
Kishwan Sugar Nutri Rich Nabisco Sugar IKO Others

Free Free
Chart  1: Market Availability

4.3.3.2 Retailers  Awareness:  

Among the diabetic biscuit selling shops surveys, 78% retailers know about Nutri Rich and 22% do
not know about this biscuit. Though 78% is a high percentage, at the retailers end this number must be
higher. Because, getting retailers awareness is very important at the biscuit market as consumers are
not very brand loyal. They try new biscuits if suggested by the retailers. So, more activities should be
taken to achive 100% retailers awareness.

78% 22%

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Know about Nutri Rich Do NOT know about Nutri Rich

Chart  2: Retailers Awareness

 
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4.3.3.3 Communicating  with  the  Retailers:  

Communication with the retailers is mostly done by the Sales Representatives (SR) of Danish all over
the country. Besides the SRs, Danish has Brand Promoters for Dhaka city. Brand Promoters work at
different markets to create customer and consumer awareness about the products. As expected, most
of the communication is done by SRs. 69.23% retailers are communicated by the SRs alone, 20.52%
by both SR and BP, 6.41% by BP and 2.56% by others.

80.00%
69.23%
70.00%

60.00%

50.00%

40.00% 20.51%
30.00% 6.41%
2.56%
20.00%
Brand Promoters Sales Both BP and SR Others

(BP) Representatives
(SR)
Chart  3: Communicating with the Retailers

 
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4.3.3.4 Trade  Letter:  

Trade letter is a very important part of launching communication. Trade letters are one kind of formal
letter from company end to the retailer end to let retailers know about new products, product features,
new offers or price details about any product. As this is a completely new product and the retailers are
completely unaware about the product features so Danish decided to give away a trade letter about
Nutri Rich. According to this survey, 41% retailers claimed that they get and read the trade letter and
59% said that they did not. This is a weakness of the launching communications of Nutri Rich. SRs
should work in this regard. They must try to ensure that retailers read trade letters.

70%

59%
60%

50%
41%
40%

30%

20%

Read Trade Letter Did NOT Read Trade Letter

Chart  4: Trade Letter

4.3.3.5 Retailers  Opinion  about  Price:  

Retailers understanding about the price is very important. At the time of launching a product, price
must be communicated very precisely with the reasons behind the price. When a costly product is
marketed to fulfill a similar purpose as less expensive items, it may be more acceptable to consumers.
Without even knowing it, customers might equate costly items with their less expensive counterparts
simply because of the way the items are marketed and placed in a retail outlet. Subsequently,
consumers might be more inclined to pay more for an item simply as a result of price perception. As
long as customers understand a price to be acceptable, even if it is a result of strategic marketing
efforts by a retailer or manufacturer, they may be convinced to make a higher-priced purchase that
would otherwise be ignored. But to use this strategy successfully, proper

 
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communication needed to be done. 26.92% retailers think the MRP 100 BDT is very high and 44.87%
thiks it is high. The reasons behind thinking the price is very high is the packet size is smaller
compared to the competitors. 24.36% retailers think the price is normal, 3.85% thinks it is low and
none thinks it is very low. So, clarifications why the price is high is needed at the retailers end.

50.00%
44.87%
45.00%

40.00%

35.00%
26.92%
24.36%
30.00%

25.00%

20.00%

15.00% 3.85%
0.00%
10.00%
Very High Normal Very Low

Chart  5: Retailers Opinion about Price

4.3.3.6 Retailers  Opinion  about  Profit  Margin:  

45.00% 42.31%

40.00%

35.00%
28.21%
30.00%

25.00%

20.00% 14.10%

15.00% 8.97%
6.41%
10.00%

5.00%
Very High Normal Low Very Low

Chart  6: Retailers Opinion about Profit Margin

 
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What retailers think about the profit margin is very important as profit is the best influential factor for
the retailers. Nutri Rich offers 25% profit margin for the retailers. Along with 25% profit margin,
there is a 12:01 trade offer to motive the retailers at the launching period. This offer at the launching
time is an excellent initiative by Danish to make the launching successful. Most of the retailers think
the profit margin is good for them. 42.31% thinks it as normal, 28.21% thinks it as high and 8.91%
think it as very hign. On the other hand, 14.10% thinks it is low and 6.42% think it is very low. There
are some reasons behind many retailers think 25% profit margin is not enough. The reasons are,
competitors offer more profit margin, one of the best selling biscuit of Danish is Danish Lexus which
offers 40% profit margin including trade offer etc.

4.3.3.7 Other  Findings  from  the  Retailers  Survey:  

• The packet size is needed to be enlarged as the competitors’ are offering large packets.
• If it is not possible to make the packet large then price is needed to be reduced.
• Most of the retailers think the price is higher than it should be.
• Retailers are hopeful about Nutri Rich because of the BIRDEM logo.
• Retailers have little complain about profit margin, they think they are getting enough profit.
• Foreign products are getting large market share day by day.
• Foreign Products have a positive image inspite of being very costly.
• Different SKUs should be introduced to cover more segments.
• Marketing activities should be increased.
• TVC is needed to be telecasted as soon as possible to make consumers aware.
• Some extra benefits and gifts for the retailers to make strong relationship with Danish.
• Trade letter should be circulated among the retailers at a large scale.
• Sales representatives should inform the retailers about the trade offer clearly.
• Retailers suggested advertising in ATL media such as TVC, Billboard, Newspaper ad etc.
• More point of sale merchandising items are needed to be displayed to attract the consumers to
create consumer pull.

 
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4.3.4 Analysis of Consumer Survey:

I have contacted a consumer survey on 60 persons who are diabetic patients and usually consume
diabetic biscuits. I have conducted this survey at BIRDEM and branches of BIRDEM to easily find
diabetic patients. 100% of the customers I surveyed usually consume diabetic biscuit. The outcomes
of the survey are explained and shown graphically below.

4.3.4.1 Influencing  Attributes  to  Select  which  Biscuit  to  Buy:  

What are the influencing attributes and how much they influence consumers in the buying process
must be indentified to design marketing communications properly. According to this consumer
survey, 36.67% consumers consider about the quality of the product. It was expected that highest
number of consumers would influenced by quality. Then, 20% consider price, 13.33% consider brand.
It is an major finding that consumers are not brand loyal about diabetic biscuit yet. So, there ia an
great opportunity to create a strong diabetic biscuit brand and a loyal consumer base. Surprisingly,
25% consumers consider packet size ar a buying decision.

40.00%
36.67%
35.00%

25.00%
25.00%
20.00%
20.00%

13.33%

10.00%
5.00%
5.00%

Quality Price Brand Packet Size Others

Chart  7: Consumers Consideration while Buying Diabetic Biscuit.

4.3.4.2 Market Share at Consumer Market:

Like the retailers survey, this survey also shows Kishwan Sugar Free Biscuit as the leader. 43.33% of
the respondents of this survey said they usually consume Kishwan Sugar Free biscuit. Nutri Rich is
consumed by 15% respondents, a very small amout. As a newly launched product with little

 
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marketing this result was expected. Nabisco Sugar Free is consumed by 6.67% of the respontents and
IKO by 11.67%. And 23.33% answered they consume other biscuits. Many of the consumers consider
Lexus biscuit as a diabetic biscuit and mainly they answered others.

50.00%
43.33%
45.00%

40.00%

35.00%
23.33%
30.00%

25.00% 15.00%
11.67%
20.00%
6.67%
15.00%

10.00% Kishwan Sugar IKO Nabisco Sugar Nutri Rich Others

Free Free
Chart  8: Market Share at Consumer Market

4.3.4.3 Consumer  Awareness:  

Launching activities proved very succesful at retailers end in terms of retailers awareness. But at
consumers end it is a different story. As there is extremely little presence of ATL activity of Nutri
Rich, only 23.33% of the respondents know about Nutri Rich, 76.67% do not know.

90.00%
76.67%
80.00%

70.00%

60.00%

50.00%
23.33%
40.00%

30.00%
Know About Nutri Rich
Do NOT Know About Nutri Rich

Chart  9: Consumer Awareness

 
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4.3.4.4 How  consumers  know  about  Nutri  Rich:  

To analyze launching marketing activities, it is very important to know till now what is the
performance of taken initiatives. As only activation programs are taken rathers than TVC, 35.71% of
the consumers reported they know from Park or BIRDEM activation which is the largest portion.
28.57% said brand promoters told them about Nutri Rich at a shop. 21.43% said shopkeepers told
them and 14.29% said they personally found Nutri Rich at a shop while buying daily comodities.

40.00% 35.71%
35.00%
28.57%
30.00% 21.43%
25.00% 14.29%
20.00%

15.00%

10.00% Brand Promoters Shopkeepers Found by Park or BIRDEM

Himself/Herself Activation
Chart  10: How consumers know about Nutri Rich

4.3.4.5 Consumer  Opinion  about  Quality:  

Having imported raw materials and special recipe from Danisco, Danish claims the quality of Nutri
Rich is very good. This survey reflects their claim. 50% respondents think the quality is good, 37.50%
think it is normal and a mere 12.5% thinks it is bad.

60.00%
50.00%
50.00%
37.50%

30.00%

12.50%
10.00%

Good Normal Bad

Chart  11: Consumer Opinion about Quality

 
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4.3.4.6 Consumer  Opinion  about  Price:  

Consumer opinion about price of this survey reflects the result from the retailer survey. Like retailers,
most of the consumers think the price is high. This is because of the small size of the packet
comparing large packets of competitors. 50% thinks the price is high, 33.33% think the price is
normal and a mere 16.67% thinks the price is low.

60.00%
50.00%
50.00%

33.33%
30.00%

16.67%

10.00%

High Normal Low

Chart  12: Consumer Opinion about Price

4.3.4.7 Other  Findings  from  the  Consumers  Survey:  

• Advertising in ATL media such as TVC, Billboard, Newspaper ad needed along with BTL
media to create awareness.
• Large amount of consumers think Lexus biscuit is a diabetic biscuit.
• The packet size is needed to be enlarged as small packet is giving a wrong percetion about this
biscuit’s price.
• If it is not possible to make the packet large then price is needed to be reduced.
• Foreign products are getting large market share day by day.
• Foreign Products have a positive image inspite of being very costly.
• Marketing activities should be increased.
• Continuous TVC and press advertisings needed to be increased as soon as possible.

 
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Recommendations  

&  Conclusion  

 
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5.1 Recommendations      

• Most of the findings of this report are from retailers and consumers survey along with own
observations of the launching marketing communications. Recommendations based on the
findings are as follows:
• TVC airing of Nutri Rich should be started with maximum spots as soon as possible to increase
consumer awareness and generate inspiration among retailers..
• Along with TVC, other marketing activities such as billboard, newspaper and magazine ad,
digital campaigns should be started.
• Danish should try to make Nutri Rich a strong brand by implementing 360 ˚ marketing
communication activities.
• Park and BIRDEM activations are helping Nutri Rich to reach the target group, Danish should
continue these activation programs.
• Instead of just focusing on sales amount, Danish should consider the long term opportunity of
developing a successful brand as Nutri Rich is the only certified diabetic biscuit by BIRDEM in
our country.
• Price and/or packet size should be reconsiders as both retailers and consumers think the price is
high.
• New pack size in lower price station should introduce to capture bigger segment.
• Market gaps and demands should be identified correctly.
• Effectiveness of marketing activities at both retailers and consumers end should be measured
and evaluated at a regular basis.

5.2 Conclusion      

This report is an outcome of getting attached with Danish Foods Limited for four years, an
independent business unit of Partex Star Group. Firsthand experience and learning as an intern in this
period was the key inspiration in forming this report. Evaluating the launching plan and launching
marketing communication activities of the product Nutri Rich was linked thoroughly to identify future
marketing opportunities, evaluate effectiveness of taken launching initiatives, findings successes and
shortcomings of taken activities and finally recommending some key points to make Nutri Rich a
strong brand. Great initiatives have been taken by the consumer marketing team of Danish to make
the launching of Nutri Rich successful. Further actions should be taken to continue the process of
creating Nutri Rich a brand. Findings and recommendations of this report will definitely help the
management of Danish to understand the qualities of the launching activities of Nutri Rich so that
they can take relevant and better actions in future.

 
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References      
 

• Ali, A., Krapfel Jr., R., Labahn, D., 1995. Product innovativeness and entry strategy: impact on
cycle time and break-even time.
• Calantone, R.G., Montoya-Weiss, M.M., 1993. Product launch and follow on. In: Souder,
W.M.E., Sherman, J.D.
• Gatignon, H., Weitz, B., Bansal, P., 1990. Brand introduction strategies and competitive
environments.
• Hultink, E.J., Griffin, A., Hart, S., Robben, H.S.J., 1997. Industrial new product launch
strategies and product development performance.
• Hussain, S. S. & Leishman, D, 2013. Food Processing Industries in Bangladesh.
• Keller, L. K. (2008). Strategic Brand Management. (3rd Ed). Upper Saddle River, NJ: Prentice-
Hall 2008.
• Kotler, P., Keller, K. L., Koshy, A. & Jha, M. (2009). Marketing Management. (13th Ed).
• Upper Saddle River, NJ: Prentice-Hall 2009.
• Schiffman, L. G. & Kanuk, L. L. (2004). Consumer Behavior. (9th Ed). USA: Pearson
Education.
• Website of Partex Star Group. (www.psgbd.com)

 
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Appendices  
Retailers Survey Questionnaire

This Survey is conducted by a student of B r a c University who is an intern

of Danish Foods Limited for the fulfillment of

his internship course.

  The persons concerned by this survey are retailers of grocery shops selling
diabetic biscuits items. Your answers and personal information will be confidential.

Name:
Location:
Age:

Q1: Do you sell Diabetic Biscuits?

Yes □ No

Q2: Do you know about Danish’s Nutri Rich Diabetic Biscuits?

□ Yes □ No

Q3: Which Diabetic Biscuits do you keep at your shop?

□ Kishwan Sugar Free
□ Nabisco Sugar Free
□ IKO
□ Nutri Rich
□ Others

Q4: How did you know about Nutri Rich Diabetic Biscuits?
□ Brand Promoter
□ SR
□ Advertisements
□ Others

Q5: Did you get and read the launching newsletter for retailers of Nutri Rich?
□ Yes
□ □ No

 
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Q6: What is your opinion about the price of Nutri Rich?

□ Very High
□ High
□ OK
□ Low
□ Very Low

Q7: What is your opinion about your profit margin from Nutri Rich?
□ Very High
□ High
□ OK
□ Low
□ Very Low

Q8: Do you know the current 12:01 trade offer of Nutri Rich?
□ Yes □ No

Q9: What is needed to make Nutri Rich more appealing to the consumers?
□ Lowering Price
□ Increasing Packet Size
□ Changing Design
□ Others

Q10: What is needed to increase consumer awareness about Nutri Rich?

□ TVC
□ Billboard
□ Newspaper Ad
□ RDC
□ Others

 
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Consumers Survey Questionnaire

This Survey is conducted by a student of B r a c University who is an intern of

Danish Foods Limited for the fulfillment of his

internship course.

 
The persons concerned by this survey are Diabetic Patients who
consumes diabetic biscuits. Your answers and personal information will be confidential.

Personal Data

Gender: □ Male □ Female  

Age: □ below 30 □ 30 to 40 □ 40 to 50 □ over 50
Occupation: □ Business □ Service □ Housewife □ Retired

Q1: Do you consume Diabetic Biscuits?

□ Yes □ No

Q2: What do you consider while buying Diabetic Biscuits?

□ Quality
□ Price
□ Brand
□ Packet Size
□ Others

Q3: Which Diabetic Biscuits do you usually consume?

□ Kishwan Sugar Free
□ Nabisco Sugar Free
□ IKO
□ Nutri Rich
□ Others

Q4: Do you know about Danish’s Nutri Rich Diabetic Biscuits?

□ Yes (If Yes, please continue to Question 5)
□ No (If No, please go to Question 11)

Q5: How do you know about Nutri Rich Diabetic Biscuits?

 
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□ Brand Promoter
□ Shopkeeper
□ TVC
□ Found at a shop
□ Park or BIRDEM Activation

Q6: Did you purchase/consume Nutri Rich?

□ Yes (If Yes, please continue to Question 7)
□ No (If No, please go to Question 10)

Q7: What did you consider when buying Nutri Rich?

□ Quality (If Quality, please go to Question 9)
□ Price (If Price, please go to Question 8)

Q8: What is your opinion about the price of Nutri Rich?

□ High
□ Normal
□ Low (Now Please go to Question 11)

Q9: What is your opinion about the quality of Nutri Rich?

□ Good

□ Normal

□ Bad (Now Please go to Question 11)

Q10: What is the reason behind not purchasing Nutri Rich?

□ High Price
□ Loyal to another brand
□ Confused about quality
□ Others

 
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Q11: Which TV program do you watch most?

□ News
□ Health Shows
□ Drama Serials
□ Sports
□ Others

Q12: Do you read newspaper on a daily basis?

□ Yes □ No

Q13: Please give a suggestion to make Nutri Rich more appealing to you?
□ Lowering Price
□ Increasing Packet Size
□ Changing Design
□ Attractive Advertising (TVC, Billboard, Newspaper Ad etc.)
□ Others

 
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